{"id":18203,"date":"2022-03-02T21:03:08","date_gmt":"2022-03-02T21:03:08","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/02\/how-to-be-a-competitive-paid-search-marketer-in-2022\/"},"modified":"2022-03-02T21:03:08","modified_gmt":"2022-03-02T21:03:08","slug":"how-to-be-a-competitive-paid-search-marketer-in-2022","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/02\/how-to-be-a-competitive-paid-search-marketer-in-2022\/","title":{"rendered":"How to be a competitive paid search marketer in 2022"},"content":{"rendered":"

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The paid search marketing landscape continues to grow by leaps and bounds. Google Ads<\/a>, in particular, is leading the charge, no doubt spurred on by the societal changes of the past couple of years.<\/p>\n

\u201cWe know this channel is growing year-over-year,\u201d said Ashley Fletcher, VP of marketing at Adthena, in a recent webinar. \u201cIt\u2019s not going away anytime soon. Digital ad use is growing 26%<\/a> year-over-year, and Google search itself is having a record-breaking quarter.\u201d<\/p>\n

However, this growth comes some major changes \u2014 the disappearance of expanded text ads<\/a>, restrictions on third-party cookies<\/a>, and more automation<\/a> \u2014 that will affect paid search marketers everywhere.<\/p>\n

It can be difficult for marketers to remain competitive in a constantly changing search environment. To address its challenges, Fletcher offered three ways marketers could stay ahead of the game.<\/p>\n

Optimize for local markets <\/h2>\n

\u201cEveryone knows how buyer behavior has changed in the past two years,\u201d said Fletcher. \u201cMore markets are local now.\u201d<\/p>\n

Not all brands have made smooth transitions to local markets during this period. Fletcher noted that many organizations fail to optimize for the most pertinent localities \u2014 whether they be at the state or city level. <\/p>\n

To gain a better view of their local markets, he suggested marketers create visualizations using data modeling tools (such as Google Data Studio<\/a>) to pinpoint areas of opportunity. Reports like these aggregate both competitor and audience data to highlight actionable markets.<\/p>\n

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